by Bruno Schwobthaler | Feb 26, 2021 | Entertainment
Mickey celebrated 90 years in 2018 in style: in France alone, all of the 300 licensees were involved in the celebration and the old mouse is still one of the most lucrative brands for Disney even without movies for decades! Batman turned 80 in 2019 and made a big fuss...
by Bruno Schwobthaler | Feb 17, 2021 | Brands
The arrival of ex-Puma’s boss Jochen Zeitz signals the evolution of the brand beyond motorbikes: the objective is to become a true lifestyle brand for bikers and non-bikers! New objectives & new strategies need a new boss! To improve its profitability and boost...
by Bruno Schwobthaler | Feb 17, 2021 | Other
Merchandising & Licensing as growth driver for Japanese retailer Uniqlo and for French Museum Le Louvre! Uniqlo has been a heavy user of Entertainment IP’s, including Mickey and Star Wars, to boost sales. Now it is adding a premier cultural dimension to its...
by Bruno Schwobthaler | Feb 15, 2021 | Sports
As a sign that the French sport industry is beginning to take Merchandising seriously, L’Équipe, France’s leading sports daily, asked several merchandising experts to analyse the brand diversification strategy of PSG (see article). Bruno Schwobthaler, CEO of Licensing...
by Bruno Schwobthaler | Feb 15, 2021 | Sports
As several revenue streams of the sport business are collapsing (tv rights, ticketing and player trading) merchandising is remaining stable and is emerging as one of the best growth drivers for the future! In France most sport organisations have been neglecting...
